The Brief

Launch Under Armour’s first stores in the UK with a bang - utilising talent partnerships and iconic locations to create news and conversation across consumer and trade media.

The Strategy

Traditionally, store launches are covered by industry media at best - in order to break into consumer lifestyle media we need to utilise talent and give them a creative role in the launch.

The Execution

With access to Trent Alexander-Arnold (Liverpool), Anthony Joshua (Battersea, London) and Eddie Nketiah (Oxford street, London) we worked with each of them to smash’ their way into store to create a buzz-worthy launch image.

Each talent then took part in a Q&A in-store with local, young sports groups and delivered key messaging across national news and broadcast interviews.